MELBOURNE, Australia (BRAIN)—Knog has launched its first Knog-exclusive retail store in Melbourne, Australia.
The March 18th opening—a standing room only reception—coincided with Knog’s first international distributor meeting with more than 20 distributors attending the store’s grand opening.
Located in the trendy Chapel St shopping district, the Knog shop serves a multi-faceted purpose. While it was designed to build awareness of the brand, the Knog shop also serves as a foundation for brand research and analysis and is the test pilot for additional global openings.
Joining Knog's Melbourne shop as the exclusive bike brand in the Knog-branded-products-only shop is Swobo.
“Our intention was not to open just another bike shop,” said Mike Lelliot, Knog’s brand director. “But to use the Swobo brand to communicate who we (Knog) are. Swobo is the perfect platform for that message—which is ultimately similar to ours—the bike is not only about function, but about form. It’s an extension of attitude, conscientiousness and self-expression. The bike has become a conduit for people to say something about who they are and both the Swobo and Knog brands provide that medium.”
For more on this story be sure to read the April 15 issue of Bicycle Retailer and Industry News.